Market-Led Strategic Change

Market-Led Strategic Change

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The fourth edition of the best seller, Market-Led Strategic Change, confronts the real issues companies face in going to market effectively and profitably, including: * corporate social responsibility * marketing under siege * dominant customers and much else besides. In his witty and direct style, Nigel Piercy takes into account state-of-the-art thinking, including nine new case studies providing invaluable lessons from global firms: * Tata * EMI and the music business * Cloud computing * IBM * BAA * Rover cars * Tesco in the USA * Mittal and global steel * One-Laptop-Per-Child. The book confronts the critical issues now faced in strategic marketing: * escalating customer demands driving the imperative for superior value * totally integrated marketing to deliver customer value * the diffusion of Internet-related issues throughout marketing * managing processes like planning and budgeting to achieve effective implementation At once pragmatic, cutting-edge and thought-provoking, Market-Led Strategic Change is essential reading for all managers, students and lecturers seeking a definitive guide to the demands and challenges of strategic marketing in the 21st century. Tutor Resource pack available at 186 Scion and the younger buyer, 124a€“5 traditional and new sales methods, 112 Transactional marketing and selling, ... 338a€“9 Value to customer assumptions, 139a€“41 add customer service, 140 make it cheaper, 140a€“1 what customersanbsp;...

Title:Market-Led Strategic Change
Author:Nigel Piercy
Publisher:Routledge - 2008-10-30


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